Huawei appoints regional VP for ME Device group

Ashraf Fawakherji steps into newly created, Dubai-based role

Tags: ChinaHuawei Technologies CompanyUnited Arab Emirates
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Huawei appoints regional VP for ME Device group Fawakherji: The Middle East’s consumer electronics market is a fast-paced and competitive landscape.
By  Stephen McBride Published  March 18, 2013

China-based telecoms equipment maker Huawei today announced the appointment of Ashraf Fawakherji to the newly created role of regional vice president, Middle East for Huawei's consumer business group Huawei Device.

Based in Dubai, Fawakherji will be responsible for planning and executing all strategic sales and marketing activities aimed at growing the brand's footprint within the Middle East, focusing on the GCC in particular. The job will include strengthening ties with retail and distribution channel partners, guiding the expansion of Huawei's internal consumer sales division, and working alongside Huawei's executive management team to create new commercial opportunities that leverage the company's existing offerings in the telecom and enterprise ICT market.

"The Middle East's consumer electronics market is a fast-paced and competitive landscape in which Huawei has made substantial headway over the past year as an emerging challenger brand," notes Fawakherji.

"That competition has driven Huawei to continuously improve its offerings while doing more to share its brand legacy and values with the public. By driving more innovation using its strong R&D arm, right now is an incredibly exciting time for Huawei's consumer business globally, and within that context we see a lot of fantastic opportunities within the Middle East to offer the public imaginative and truly exceptional communication experiences."

Fawakherji comes to Huawei after serving for seven years as general manager for GCC within Samsung Electronics' Handheld Phone division. His prior experiences also include top positions at Tech Data and Axiom Telecom.

"Operating in the Middle East for over 10 years on leading telecommunication projects, Huawei recognises that the consumer electronics business is an entirely different frontier," adds Jiao Jian, president of Huawei Device Middle East.

"Ashraf's unparalleled knowledge of the industry and great experience within the regional market will prove to be core assets as Huawei looks to provide excellent products, experiences, and services for local consumers in the years ahead."

Huawei's expansion within the Middle East consumer electronics market has helped the brand rise to become a top-three global smartphone vendor as of Q4 2012, according to research firm IDC.

The brand has recently announced a series of high-profile device releases within the premium market segment showcased at forums such as the 2013 Consumer Electronics Show and Mobile World Congress 2013. Among these are the Ascend P2 smartphone, billed as "the world's fastest LTE compatible smartphone", and the Ascend Mate, a smartphone said to have "the largest screen in the world" and a driver within the new phablet consumer category.

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